Uncorking the Power of Data

Apr 6, 2023 | Blog, Case Study

How Brown Brothers Leveraged Online and Offline Insights to Gain Unparalleled Customer Understanding


The Brown Family Wine Group (BFWG) a long time client with Next Level Online Marketing (NLOM) both wanted to gain deeper insights into customers’ offline purchasing habits and increase brand recall. 

The Brown Family Wine Group (BFWG)  is one of Australia’s Leading Family Owned Wine Groups. With wine brands such as Brown Brothers, Innocent Bystander, Devils Corner, Pirie and Tamar Ridge that are stocked with large liquor retailers across Australia. Sharing a sense of adventure and innovation they needed to close their offline sales knowledge gap.


BFWG’s first-party data was skewed as it mostly comprised of website data, and NLOM’s strategy was to gain insights from Unpacked by Flybuys data for offline sales and activities with grocery and alcohol. 

NLOM combined different data silos, such as BFWG’s customer database, Google Analytics, Unpacked By FluyBuys Data, and Lotame’s Data Management Platform, to gain deeper insights into customer behavior.

Top Three guiding metrics:

Items in liquor basket

Top items in grocery basket

Top consumer behaviour

By leveraging the first-party data from Unpacked by Flybuys, enhancing it with owned customer data and Lotame Data Management Platform (DMP), NLOM was able to build a real-time, custom data visualisation dashboard. On top of that were able to automatically identify highly engaged wine segments to incorporate into BFWG’s brand campaigns  across programmatic display, Dooh, and social media platforms. 


“NLOM have unlocked incremental value from our data, making it easy to interpret, understand and derive insights from. They have helped us create insight lead, data-driven campaigns delivering real results. Their data technologies are truly ahead of the game in this space.”

Ellie Vince

Chief Marketing Executive, Brown Family Wine Group

Top Results:


Greater Ad Recall Rate


Higher Ad CTR than standard audiences


Increased Brand Search

NLOM’s strategy for BWFG delivered real branding results and opened up opportunities for the business to deliver greater value to wine customers.

Contact us now if you want to be a memorable brand and uncork the value from your customer data.